Ca$hvertising by Drew Eric Whitman is probably the best book on marketing and sales psychology that i’ve ever read. When i heard that Whitman would be a keynote at Affiliate Summit West I was pretty psyched. To be honest, i’m rarely up in time to make it to a keynote. After long nights at Affiliate Summit it’s pretty hard to get up by 9am to see someone speak. I set my alarm and made it in time to grab a front row seat to see the keynote.
Drew Eric Whitman is a fantastic and energetic speaker. He keeps you engaged with him throughout his entire speech. The guy knows how to brand himself. He calls himself the Dr of Direct Response and comes out wearing a lab coat with his name embroidered on it which strangely increases his authority. He does a great job getting his points across and I thoroughly enjoyed his session. I was live twittering some of the points I took home from the session so here they are again:
- Show your product being USED in ads for greater response
- All caps slows readership By 11.8%
- Always put captions under pictures – they get 2-3x greater readership than body copy
- Times New Roman is the least preferred font online
- Sans serif printed body copy reduces ad readership by 53.5%
- Dont design with white text on a black background – it reduces readership up to 70%
- Direct peoples optical flows with arrows
- The shorter your return period the more returns you get
- In print: covers are the ONLY positions worth paying extra for
- Always sell benefits, not features. People don’t want drills, they want holes. They don’t want ovens, they want a hot meal.
There were a lot more great points but those were some that I remembered.
One of the purposes of writing this post was to give an alternate viewpoint for a lot of the people that think they won’t like the sessions at Affiliate Summit. Yea, the sessions can be hit or miss. I personally attended at least 1 session that I didn’t like at all but then I also attended this keynote which I thought was a huge value for anyone attending with a sessions pass. My point here is don’t just follow the pack, take a look at who’s speaking at Affiliate Summit and see if it’s worth it to you before automatically dismissing a session pass just because people say it’s not worth it.
Did you see this keynote? What did you think of it?
Disclosure: I attended Affiliate Summit West 2011 on a complimentary speaker/press pass. No one asked me to write this post and all opinions are those of Ad Hustler. No other compensation was received in exchange for writing this.